Challenge
The African continent has often been depicted as one large country in social media, and an accurate representation of its extremely diverse regions has been excluded. We wanted to invite more users to explore Africa users’ content and promote more African creators and musicians through the platform.

Solution & Impact
Throughout the month of May, my team planned a 5-weeks long campaign to run in celebration of Africa month. I’ve built and designed TikTok's in-app pages to highlight African cultural touchpoints and curated African content with diverse hashtags. The microsite has reached 300k + unique views on the first two weeks and the highest penetration rate during the first half of 2022.

Scope
4 months